Is
Content Curation an Ethical Content Strategy?
Posted by Curation Traffic Team on 01
Nov 2012 /
The question over
the ethics involved with content curation is not a new debate. It’s been going
on for years, and I expect it to go on for years to come. Regardless of that
continuing debate, one thing is certain; it’s a strategy that content marketers
will continue to use and explore. But can they do it with a clear conscience?
My answer is, yes, if you follow some straightforward, ethical guidelines that
start with understanding what content curation is and what it is not.
“I Once Heard a Story About…”
So, what is content
curation? Well, have you ever heard someone tell a story that wasn’t their own?
We do it all the time. The stories that other people share about their own
experiences can be powerful illustrations to back our own viewpoint or
experience. There is nothing wrong with that. Everyone does it. Many instances
in history and media support the practice. And, as long as credit is
given where credit is due, it’s a legitimate tool.
Content curation
does a similar thing. A content curator borrows a story or idea from someone
else and presents it in a way that highlights a point that the curator believes
is important.
Done in this way,
proper content curation is ethical. In fact, when done well, it is appreciated
by readers and content producers alike.
Curation is not
piracy. Unlike content
curation, pirating is illegal and can get you into some serious legal trouble.
And, unfortunately for those who find themselves mixed up in it, the legal
problems are not the only major dilemma they bring on themselves. Their
reputation is also likely to suffer, and in the land of internet marketing,
reputation is everything.
Pirating VS Curating Content
So, what’s the
difference between curating content and pirating? How can you be sure that what
you do remains under the label of curation and doesn’t cross over to pirating?
Well, though the two may seem very similar, where ethics are concerned, they
are actually vastly different.
Pirating is
stealing. It describes taking content word for word or concept for concept,
whole or in part, and publishing it. There’s no other way to put this—it is
simply wrong.
Content curation,
on the other hand, is not stealing. It is ethical because it involves only
using carefully selected parts of the content, adding relevant commentary or
insight, or highlighting specific parts of it, and always assigning credit to
the content’s originator. In other words, you add to the discussion involving
the content.
The difference is
not even subtle; pirating is stealing and it is unethical. This includes
article spinning, where words or ideas are stolen from somewhere and changed
just enough to make it appear to be original content. It rarely does appear to
be original, which hurts the reputation of those who practice article spinning.
Not only is it clear that they are practicing piracy by stealing the original
content, but they are also taking efforts to cover that fact; something that is
not held in high esteem by many people, including the search engines who may
block such content.
Content curation,
on the other hand, is not done in the shadows of the digital marketplace. It is
an honest endeavor that adds value, offers fresh perspectives, and enhances the
ecosystem of ideas that is the digital landscape.
So is Curation Unethical?
Because it does get
confused with piracy, I think that an end to this debate is still a ways off.
Some content producers will always have a strong reaction when they see their
content curated. Some appreciated it; others do not. I believe, however, that
the digital world has evolved enough that this is no longer a question about
whether content curation is an ethical strategy. I believe it is more about
whether you are doing it right. If you are, then, in my book, you’re in the
clear.
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